Innovativeness in consumers accelerates the innovative behaviour resulting into successful adoption and diffusion of innovation. Despite extensive literature available on consumer innovativeness (CI), the present study identifies a research gap on the relationship between demographics and innovativeness for telecom services as a specific domain. The research draws on investigating the impact of demographic antecedents on CI aiming to differentiate the customers in two distinct categories, namely, low and high innovativeness for effective target marketing. A logit model has been applied in this research indicating the effect of overall contribution of multi-category variables as well as contribution of each parameter by considering age, gender, income and family life cycle as explanatory variables. The results of binary logistic regression indicate age as the better predictor of innovativeness followed by gender and family life cycle, whereas income is considered as an insignificant variable. The study offers implications for designing effective marketing mix and using consumers’ innovativeness for successful diffusion and adoption in mobile telecom services.
Rapid changes are being experienced in almost every sector in Indian economy. Consumer Durables too, are facing tough times (feeling saturated) in urban markets. A large number of gigantic MNCs have changed their destination from urban to rural markets which have displayed an impressive growth over last few years. The present study is an attempt to examine the purchase motivators (viz; Item of necessity, symbol of social status, marketing influence, brand reputation and time-saving device) for Washing machine in the rural and urban areas of Punjab. The study suggests that more sophisticated use of marketing and advertising strategies, specifically focused on core benefits of product use will be highly useful in tapping these unexplored markets
Since 1991, India is going through a transition phase. It has opted for liberalisation and globalisation and reaffirmed its commitment to new economic policies. This will bring about a marked change in rural markets too, as these will now be flooded with a variety of foreign products. The Indian rural market with its vast size and demand base offers a huge opportunity that MNCs cannot afford to ignore. The present study is a comparative examination of various psycho-socio characteristics forming vital part of rural-urban purchase behaviour of the leading & prosperous state of Punjab (India). Present study offers useful implications for various durables manufacturing companies about modifications required in present marketing strategies applied for tapping urban markets and to decide, if possible and to what extent, these strategies can be molded and applied successfully to the rural markets.
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